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The conversion funnel chart visualizes user behavior across the purchase process, from view → add-to-cart → transaction, using the Retail Rocket dataset. Out of 2,664,218 product views, 68,966 users added items to their cart, and 22,457 completed a transaction, showing that only about 2.8% of viewers made a purchase.
This chart highlights key drop-off points in the funnel and identifies opportunities to improve customer engagement through product recommendations or targeted marketing. Built in R (RStudio) using ggplot2, the funnel provides actionable insights into user behavior and supports data-driven decisions for inventory planning, marketing strategy, and conversion optimization.
Business Insights :
Customer behavior analysis, category performance, marketing & inventory recommendations
Identified major drop-off points in the purchase funnel, highlighting opportunities to improve customer engagement and product strategy.
Description: Analyzed 2.7M e-commerce events from the Retail Rocket dataset to examine user behavior across the view → add-to-cart → transaction stages. Built event distribution and conversion funnel visualizations in R to identify key drop-offs and engagement patterns. Provided actionable insights to inform product placement, marketing strategies, and inventory planning
Data Source:
Data Source: Retail Rocket E-Commerce Dataset on Kaggle
Contains product views, add-to-cart actions, and completed transactions.
Data was cleaned, aggregated by product category, and events category prepared for analysis.
Publicly available and used for portfolio / educational purposes.
Skills & Tools:
Data Cleaning & Transformation: R, handling missing values, removing duplicates
Data Analysis & Visualization: R (ggplot2), event distribution charts, conversion funnels
Analytics Process: Google Data Analytics 6-step process (Ask, Prepare, Process, Analyze, Share, Act)
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